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Attribution Modelling – How Did Your Customers Find You?




The delivery giant FedEx are industry leaders in getting packages to their customers, but it’s through attribution modelling that they can measure how their customers come to them.

Just how well do you think you know your customers? How did they find you? And what was their journey that led to a conversion? If you’re not asking yourself these questions, you’re destined to fail.

Mike Rude, managing director of customer experience at FedEx for 20 years discussed attribution modelling at a conference this year.

FedEx have successfully built a customer base through direct and indirect contact with their customers, developing a strategy to identify their customers’ needs through attribution modelling.

Mike stated that “well over 70% of decisions made about our company are made before they directly interact with us.” highlighting how important it is to understand what their customers wanted and how they viewed the company.

Mike also stated that over 30 million people directly interact with the FedEx brand a day, but the indirect interactions were starting to eclipse these direct interactions – prompting the brand to create a customer attribution model that took into account both types of customer engagement.

Mike and his team decided to ask themselves what brought customers to their stores and then modelled customer interactions using indicators that would signal these customer preferences. This discovery of customer journey prompted the company to develop products and services that would satisfy the indicators embedded in their model.

By developing an attribution modelling strategy, FedEx were able to reveal opportunities that would not have been uncovered otherwise – discovering that improved search functionality across the FedEx domain ecosystem would drive conversions. Mobile, activity, social and search also presented opportunities for prospects to engage indirectly with the brand.

By employing an omnichannel strategy and connecting its delivery drivers, customer service reps and other customer-facing employees; all workers on the frontline became part of an interconnected system capable to respond to feedback and provide insight and input about the direct and indirect interactions that encompassed the attribution model.

It’s vital for the success of a business to define a customer journey and identify the multiple engagements, whether direct or indirect that happen along the way.

Attribution modelling takes a lot of the guess work out of marketing campaigns – here’s how in three points.

  1. By identifying customer journey and the amount of interactions through attribution modelling, you can shift marketing spend to the appropriate channels. Accurate information is delivered instantly and it allows for more reactive marketing.
  2. As nearly 80 per cent of marketers state that they need to be more data focussed to succeed, attribution modelling provides marketers with the perfect tools for the job - customer profiles can be targeted and followed through their journey.
  3. By employing an integrated multi-channel strategy you can get a clearer picture of how customers are connecting with your brand. Mike Rude stated that FedEx interacts with customers on their terms, which “change by the hour”. Through attribution modelling they found that customers connected through their smartphones on the way to work, used the desktop at the office and chose tablets whilst relaxing at home.

By utilising customer attribution modelling, you can get the complete picture of customer journey and can tailor your campaigns to suit. You can effectively measure customer experiences with your brand and develop your products and services to increase conversions and brand loyalty.

By identifying which touch points have been the most influential in your marketing campaign, you increase your chances of high conversion rates – attribution modelling is the key to unlocking this information.

Hit Search are the online marketing experts, and specialise in helping brands increase their conversions through attribution modelling. Why not call us today on 0845 643 9289 for more information or click here to download our free attribution modelling guide.


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